Swedish candy darling BonBon is entering its big-box era

The creative director of the cult Swedish candy company talks about how to keep things authentic as the brand launches in Target and FAO Schwarz.

BY Nicole Gull McElroy

BonBon, a New York City-based Swedish candy brand, is about to hit Target’s shelves. It’s the exact kind of mass retail move that usually flattens a cult brand’s specificity into something generic and uninteresting. But at BonBon, the founding creative team is betting on the opposite: that the brand’s design discipline, run almost entirely through one artist’s hand, is what allows the company to scale without diluting the brand’s authentic tether to Swedish candy culture. 

BonBon was founded in 2017 by three Swedish transplants—Robert Persson, Selim Adira and Leo Schaltz—who had moved to New York City around the same time. The friends often lamented how much they missed the quality, texture, and flavor of candy back home. As........

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